The Human Video
Playbook for B2B.
Plain-English answers to the questions B2B teams ask before they make video. 10 pillars in three groups: build the system, get on camera, strategy and stories. Each one is written from real client work.
One short note.
One useful framework.
Each Tuesday, one short video on a B2B video question. The full transcript below. One move you can run this week. Five-minute read or three-minute watch.
Pick the lane
that fits your problem.
Build the system if you're missing the pieces. Get on camera if the problem is who goes in front of the lens. Strategy and stories if the videos ship but the thinking isn't sharp.
Build the System
Paid creative, channel content and training video. Four pillars: ads, YouTube, LinkedIn and training at scale.
- Video Ads
- YouTube
- LinkedIn Video
- Training Video
Get on Camera
Founder, spokesperson or AI avatar? Three pillars: getting comfortable on camera, hiring a spokesperson, and an honest take on AI avatar tools.
- On Camera Confidence
- Spokesperson Video
- AI Avatars
Strategy and Stories
The thinking layer. Three pillars: short-form across platforms, the psychology under every tactic, and turning customer proof into stories.
- Short-Form Video
- Video Psychology
- Customer Story Videos
AI Avatar versus Real Human
for B2B SaaS Video.
A 2026 decision tree. Five cases where an AI avatar is the right call, and five where it costs you the deal. Our own rule: AI in the edit bay, yes. On screen, never.
Build the System.
Paid creative, channel content, and training video. The infrastructure layer.
Video Ads for B2B
How B2B marketers build paid creative that converts and lasts longer than 30 days. The 5-1-1 framework lives here.
- The 5-1-1 framework
- Hook patterns
- Durability proof
YouTube for B2B
How B2B brands rank for buyer-intent keywords on YouTube and turn views into pipeline. Channel-as-asset thinking.
- Buyer-intent SEO
- Long-form pillar videos
- Title and thumbnail formulas
LinkedIn Video for B2B
How B2B founders and marketers turn LinkedIn into a daily pipeline source through native video. Algorithm playbook included.
- Native upload mechanics
- Founder-led formats
- Comment engagement
Training Video for B2B
How B2B teams make customer education and internal training video at scale, without burning the L&D budget.
- Internal onboarding
- Customer education
- LMS-ready exports
Get on Camera.
The on-camera question. Founder, presenter, or AI avatar.
On Camera Confidence for B2B
Helping the founder, SME or marketing lead get comfortable on camera without fake polish. The five camera-shy patterns.
- Interview-style capture
- Five camera-shy patterns
- On-camera confidence
Spokesperson Video for B2B
When nobody on the team will go on camera, a dedicated spokesperson is the answer. Casting, briefs and licensing inside.
- Choosing a spokesperson
- Casting and brief
- Rights and licensing
AI Avatars for B2B
Honest analysis of HeyGen, Synthesia, Argil, Captions. Where they work for B2B. Where they cost you conversion. The decision tree.
- Tool-by-tool analysis
- Real human vs avatar
- Decision tree by use case
Strategy and Stories.
The thinking layer. Short-form across platforms, the psychology under every tactic, and the customer-story engine.
Short-Form Video for B2B
How B2B brands win attention in the TikTok era without trading dignity for views. Vertical-first across LinkedIn, TikTok, Reels.
- Vertical hook structure
- Podcast clipping
- Founder shorts
Video Psychology for B2B
Why ads work, why people watch, why a real human beats an AI avatar. The theory under every tactic in pillars 1 to 8.
- Trust mechanics
- Persuasion structure
- Solo podcast home
Customer Story Videos for B2B
How B2B brands turn customer proof into stories that build trust at every stage of the funnel.
- Interview methodology
- One interview, ten assets
- Rights hygiene
New articles,
straight to your inbox.
Every pillar above has a flagship guide. New articles land across the pillars over time. Subscribe to the newsletter to get each one as it lands.
Real engagements.
Hard numbers. Named clients.
Three named clients. Every number comes from their case study page.
- DurableBusinessLoans.com
6+ months of positive ROAS from one presenter-led ad, in a channel where static creative died every few weeks.
- VolumeUnilever
14 training videos in under 10 days. 140+ hours of internal production time saved. Then 3 more divisions asked for the same approach.
- CompoundingSimplify LLC
76 videos across 3 years. 3,650 subscribers. The channel now generates inbound leads on its own.
The B2B Video
Benchmark Study.
The recorded outcomes of our B2B video engagements from 2022 to 2026, measured against each client's own baseline. Methods and limitations stated. Free to read, no email needed.
Skip ahead. Two free
resources from our own process.
Resource packs built from 1,000-plus B2B videos. One email unlocks them. Unsubscribe in one click.
The Presenter-Led Script Generator
12 Claude and ChatGPT prompts that produce B2B presenter-led ad scripts, VSL skeletons, hook variations, and confirmation videos.
Open the pack →
The Spokesperson Hiring Playbook
A 4-tier market rate card, 10 red flags in reels, the 3-stage audition, a casting brief template, and a 2026-aware contract checklist.
Open the playbook →
Skip the reading.
Book a fit call.
If you already know you need video, a call is faster than the articles. Bring one question: what number is this video supposed to move? We'll map where a dedicated spokesperson fits. If we're not a fit, I'll tell you who is.